Ecommerce operating company

We own. We manage.
We scale. We live brands.

A strategic engine for category leadership.

Built on discipline, data, and precision. We partner only with brands we believe in and products we love. Passion leads the way. Profit follows naturally. Every brand we touch is built to lead, compete, and endure.

The operator behind it What we are →
$30M+
Currently under management
50+
Brands operated
15yr
On Amazon
500+
Active SKUs
What Sofar Brands is

A $30M+ ecommerce
operation built from
the ground up.

"Every brand we touch is built to lead, compete, and endure."

Sofar Brands is not an agency. It is not a consultancy. It is an ecommerce operating company that builds, manages, and scales brands across Amazon, Walmart, and DTC as if they were its own.

Founded in 2009 by Farhan Ali Hashwani, one of the earliest Amazon operators in the game, the business has grown into a multi-brand operation spanning three offices, 500+ active SKUs, and $30M+ in partner revenue under active management. We are channel fluent, margin obsessed, and confidential by design.

01
Owner Mindset

We treat every brand like we own it. Quality, compliance, and customer trust come first. Shortcuts do not survive on Amazon. We are not here for the shortcut.

02
Channel Fluent Execution

Amazon, Walmart, and DTC run under one operating system with margin guardrails and clean reporting. Every channel, one truth.

03
Confidential by Design

Many engagements operate under NDA. We share specifics during diligence with the right partners. Our work speaks quietly. Our results speak loudly.

$30M+
Currently under management
500+
Active SKUs managed
50+
Brands operated
20+
Active partner brands
15yr
Amazon experience
How we work together

We fit around
your situation.

No two partnerships look the same. Whether you are a brand owner ready to scale, a manufacturer needing US ecommerce presence, or a founder who wants a real operator in your corner, there is a structure that works.

Option 01

Buyout Distributor

We purchase your inventory and run all online channels end to end. Reliable, scalable revenue with no operational overhead on your side. We own the outcomes completely.

Best forBrands wanting a true operating partner with full channel ownership
Option 02

Managed Growth

You keep your inventory. We run strategy and execution. Clear responsibilities, aligned incentives, clean reporting. You always know what is happening and why.

Best forEstablished brands that want expert-led acceleration without losing control
Option 03

Launch Partner

We co-build from the ground up. Equity, revenue share, or hybrid depending on what creates the best outcome for both sides. We build the brand, the channels, the systems.

Best forFounders with a strong product who need a full ecommerce operating partner
Ecommerce on screen
01
What we do — Managing brands

We run ecommerce
channels end to end.

Amazon Vendor Central, Seller Central, Walmart, DTC — fully managed. Listings, ads, pricing, chargebacks, inventory, and P&L reporting. We handle everything.

Vendor CentralSeller Central Retail MediaCatalog & SEO ChargebacksPricing Strategy P&L ReportingGlobal Expansion
$30M+ Partner Revenue Under Management
500+ ASINs across 20+ active partner brands
Consumer brand ecommerce
02
What we do — Owning brands

We build brands
we believe in.

We create and own consumer brands ourselves. Tight unit economics, subscription infrastructure, review velocity, and a real DTC presence that compounds over time.

Brand CreationProduct Development Shopify & CROSubscriptions Review VelocityDTC Scaling
$4M+ built from zero in under 24 months
10,000+ active Amazon subscribers on owned brands
Ecommerce analytics
03
What we do — Investing in brands

We invest where
operations create value.

Strong product, weak execution — that is our sweet spot. We put in capital and operational effort. We are not passive investors. We get in and do the work.

Equity AcquisitionBrand Turnaround Growth CapitalRevenue Share Exit Planning
Multiple active positions
CPG, personal care, food and beverage. Details under NDA.
A few things we have done

Results from
real work.

Most partners stay private. These are real outcomes, shared anonymously. Full case files available under NDA.

01
Leading Ethnic Soft Drink Brand in the US
Took a culturally rooted beverage brand to a top 10 ranking in ecommerce soda. Full channel ownership across Amazon, Walmart, and DTC.
8fig
02
Consumer Brand Built from Zero
Created a brand from scratch, grew it to $4M with 10,000+ active Amazon subscribers in under 24 months. Subscription model and review infrastructure built in-house.
$4M+
03
Brand Rescued from Liquidation
Acquired a brand heading to liquidation. Fixed compliance, rebuilt the catalog, grew to $1M+ valuation in 18 months.
$1M+
04
Multi-Brand Distribution at Scale
Running 20+ partner brands on Amazon Vendor Central with full P&L ownership and 500+ active ASINs.
$30M+
05
Fortune 500 Brand — First US Ecommerce Launch
Built the full US Amazon channel strategy for a globally recognised food brand entering online retail for the first time.
F500
Farhan Ali Hashwani
Farhan Ali Hashwani
The operator

Farhan Ali Hashwani

Founder, Operator, Investor

Farhan started on Amazon in 2009, among the earliest operators in the game, long before most brands understood what the platform could do. Over 15 years he has built, managed, and scaled brands across food, personal care, home goods, consumer electronics, and lawn and garden.

He has been the operating force behind $100M+ in ecommerce revenue across 50+ brands over a 15-year career. He has built brands from zero, rescued brands heading to liquidation, and helped global names enter US ecommerce for the first time. The active operation today manages $30M+ across 20+ partner brands.

What drives the results is not clever strategy. It is humility, consistency, and genuine care for the customer at the end of the line.

Amazon Vendor Central Expert 15yr Ecommerce Operator Multi-Brand P&L Owner DTC Brand Builder Retail Media Strategist Brand Investor
$30M+
Under management
2009
On Amazon
50+
Brands scaled
LinkedIn → Work together →
A simple rule

Drive value for partners.
Bring value to customers.
The rewards follow.

I
Humble by default

The moment you stop listening to the customer and the data, you start losing. Humility is not weakness — it is the only durable edge.

II
Honest by necessity

We tell partners the truth about their brands, even when it is uncomfortable. Short-term honesty builds the long-term trust that moves businesses forward.

III
Accountable by design

We do not send strategy decks and disappear. We own the P&L, the execution, and the outcomes. If it does not perform, we want to know before you do.

Global team

One team.
Three cities.

These are not outsourced vendors. They work under the same leadership, the same standards, and the same playbook as our HQ. True 24 hour operational coverage, zero outsourcing.

United States
Orlando
Global Headquarters
Strategy, leadership, client relations, investment
HQ
Pakistan
Karachi
Tech and Content Hub
Ad operations, catalog, design, copywriting, creative
Tech & Content
United Kingdom
London
Management Office
EU strategy, brand management, partner relations
Management
24/7
Coverage
3
Global offices
0
Outsourced vendors
1x
Unified playbook
FAQ

Questions,
answered plainly.

We work across CPG, food and beverage, personal care, home goods, and consumer electronics. The category matters less than whether the product is good and the opportunity is real. We are selective because we take full accountability for every brand we touch.
Operator. We own the P&L, the execution, and the outcomes. We do not write strategy documents and hand them back. We get in and do the work alongside you or entirely on your behalf.
Both. We have operated both at serious scale for over 15 years. The right choice depends on your margins, logistics, and control preferences. We will help you figure out what fits your brand before we touch anything.
Yes. One operating system across all channels with margin guardrails and unified reporting. No silos, no channel conflict, no surprises.
Yes. Farhan is open to advisory positions, board roles, and strategic consulting engagements with the right brands, investors, and organisations. Reach out directly to start the conversation.
The easiest way is a short conversation. We give you an honest answer quickly. If your product is solid and you want a real operator rather than a vendor, we would love to hear from you.
Get in touch

Have a brand?
Let's talk.

"Tell us about your brand. We will come back with honest thoughts on whether and how we can help."

Emailfarhan@sofarbrands.com
LinkedInFarhan Ali Hashwani

We will be in touch shortly.